Facebook - page metrics
Metrics data structure
Before we show the list of available metrics, it’s important to understand that, based on the way we retrieve this information, some metrics will include breakdowns while others won’t:
Breakdowns
Metrics may or may not include additional breakdowns. For example:
- A metric that calculates the number of impressions for your posts is not a breakdown metric; it only shows the total impressions per day.
- A metric that calculates the number of impressions per day, broken down by user age and gender, contains a breakdown and shows detailed counts by day, age, and gender.
With this in mind, the structure of tables and columns follows a standard format: a main table aggregates metrics without breakdowns as columns, while separate tables handle metrics with breakdowns.
The main table will contain the following columns:
- page_id: the ID of the page to which the metric refers (we recommend creating an integration with the “Pages” object to better associate the page name with its ID)
- metric_date: the date of the metric for that page
- metric_1, metric_2, metric_3: values of selected metrics without breakdowns for that page on that date
Tables for metrics with breakdowns will use the following column format:
- page_id: the same value as in the main table
- metric_date: the same value as in the main table
- key: the breakdown key for the metric. For example, for a table showing users by country, this would be the country code.
- value: the value for that key on that day for that page. In the previous example, “12” would indicate that there were 12 users from that country on that day for that page.
Available Metrics
The table below lists all available metrics, along with a description and an indication of whether or not they include a breakdown. Additional tables below provide more details on specific metrics. This table follows the format:
- Category: the category of the metric; this doesn’t affect functionality, serving only as organization
- Metric: the metric code as referenced in Kondado’s platform. An asterisk (*) indicates that this metric may be updated multiple times throughout the day
- Description: a description of the metric
- D: indicates whether this metric includes a breakdown
Due to time zone differences between data reported by Facebook on the platform (in Pacific Time) and via API, there is a 2-day difference between the date in Facebook and the date of data inserted into your destination (metric_date). This means data you see on Facebook on the 1st will appear as the 3rd in your destination.
| Category | Metric | Description | D |
| Clicks on CTA | page_total_actions | The number of clicks on your page's contact information and the CTA button | No |
| Clicks on CTA | page_get_directions_clicks_logged_in_unique | The number of logged-in people on Facebook who clicked the directions button for the address | No |
| Engagement | page_post_engagements* | The number of times people engaged with your posts with reactions, comments, shares, and more | No |
| Engagement | page_fan_adds_by_paid_non_paid_unique | The number of new people who liked your page, detailed by paid or unpaid | Yes |
| Impressions | page_impressions_unique* | The number of people who had any content from or about your page appear on their screen. Includes posts, stories, check-ins, ads, etc. | No |
| Impressions | page_impressions_paid_unique* | The number of people who had any content from your page appear on their screen through paid distribution, like an ad | No |
| Impressions | page_impressions_viral_unique* | The number of people who had any content from or about your page appear on their screen with associated social information | No |
| Impressions | page_impressions_nonviral_unique* | The number of people who had any content from your page appear on their screen without socially attributed content | No |
| Posts | page_posts_impressions* | The number of times your page's posts appeared on a person’s screen. Includes status, photos, links, videos, and more | No |
| Posts | page_posts_impressions_unique* | The number of people who had any post from your page appear on their screen. Includes status, photos, links, videos, and more | No |
| Posts | page_posts_impressions_paid* | The number of times your page’s posts appeared on a person’s screen through paid distribution, like an ad | No |
| Posts | page_posts_impressions_paid_unique* | The number of people who had any content from your page appear on their screen through paid distribution, like an ad | No |
| Posts | page_posts_served_impressions_organic_unique | The number of people who had your page’s posts offered to their feed, whether it appeared on their screen or not | No |
| Posts | page_posts_impressions_viral* | The number of times your page's posts appeared on people’s screens with associated social information | No |
| Posts | page_posts_impressions_viral_unique* | The number of people who had any post from your page appear on their screen with associated social information | No |
| Posts | page_posts_impressions_nonviral* | The number of times your page’s posts appeared on a person’s screen without associated social information | No |
| Posts | page_posts_impressions_nonviral_unique* | The number of people who had any post from your page appear on their screen without associated social information | No |
| Reactions | page_actions_post_reactions_like_total | The total daily number of “like” reactions on a page's posts | No |
| Reactions | page_actions_post_reactions_love_total | The total daily number of “love” reactions on a page's posts | No |
| Reactions | page_actions_post_reactions_wow_total | The total daily number of “wow” reactions on a page's posts | No |
| Reactions | page_actions_post_reactions_haha_total | The total daily number of “haha” reactions on a page's posts | No |
| Reactions | page_actions_post_reactions_sorry_total | The total daily number of “sad” reactions on a page's posts | No |
| Reactions | page_actions_post_reactions_anger_total | The total daily number of “angry” reactions on a page's posts | No |
| Reactions | page_actions_post_reactions_total | The total daily number of reactions on a page's posts by type | Yes |
| Video | page_video_views | The number of times your page's videos played for at least 3 seconds or almost fully if under 3 seconds | No |
| Video | page_video_views_paid | The number of times your page's promoted videos played for at least 3 seconds or almost fully if shorter than 3 seconds | No |
| Video | page_video_views_organic | The number of times your page's videos played for at least 3 seconds through organic reach | No |
| Video | page_video_views_by_paid_non_paid* | The number of times your page's videos played for at least 3 seconds, detailed by total, paid, and unpaid | Yes |
| Video | page_video_views_autoplayed | The number of times your page’s videos were autoplayed for at least 3 seconds or almost fully if shorter than 3 seconds | No |
| Video | page_video_views_click_to_play | The number of times your page's videos played for at least 3 seconds after people pressed play | No |
| Video | page_video_views_unique | The number of people who watched your page's videos for at least 3 seconds | No |
| Video | page_video_repeat_views | The number of times your page's videos were replayed for at least 3 seconds | No |
| Video | page_video_complete_views_30s | The number of times your page's videos played for at least 30 seconds | No |
| Video | page_video_complete_views_30s_paid | The number of times your promoted videos played for at least 30 seconds | No |
| Video | page_video_complete_views_30s_organic | The number of times your page's videos played for at least 30 seconds through organic reach | No |
| Video | page_video_complete_views_30s_autoplayed | The number of times your page's videos autoplayed for at least 30 seconds | No |
| Video | page_video_complete_views_30s_click_to_play | The number of times your videos played for at least 30 seconds after people clicked play | No |
| Video | page_video_complete_views_30s_unique | The number of people who watched your videos for at least 30 seconds | No |
| Video | page_video_complete_views_30s_repeat_views | The number of times your videos replayed for at least 30 seconds | No |
| Video | page_video_view_time | The total time, in milliseconds, people spent watching your page's videos | No |
| Views | page_views_total | The number of times your page profile was viewed by logged-in or non-logged-in people on Facebook | No |
Tab Types
| Key | Description |
|---|---|
| allactivity | Administrative tab |
| app | Custom tab |
| info | "About" tab |
| insights | Insights tab |
| likes | Likes tab |
| locations | Map tab |
| photos | Photos tab |
| photos_albums | Photos tab |
| photos_stream | Photos tab |
| profile | Page timeline |
| profile_info | Information tab |
| profile_likes | Likes tab |
| profile_photos | Photos tab |
| timeline | Page timeline |
| events | Events tab |
| videos | Videos tab |
| wall | Timeline |
Types of Negative Feedback
| Key | Description |
| hide_clicks | Hide this story |
| hide_all_clicks | Hide all posts from this page |
| report_spam_clicks | Report an item as spam |
| unlike_page_clicks | Unlike the page |
Types of Positive Feedback
| Key | Description |
| answer | Answer a question |
| claim | Accept an offer |
| comment | Comment on a story |
| like | Like a story |
| link | Share a story |
| other | Other types, such as check-ins |
| rsvp | Respond to an event invitation |
Types of Stories
| Key | Description |
| checkin | Check-ins on the page |
| coupon | Offers |
| event | Event RSVPs |
| fan | Page likes |
| mention | Mentions of the page |
| page post | Page posts |
| question | Responses to questions |
| user post | User posts on the page |
| other | Other types |
Sources of Likes
| Key | Description |
| Ads | Page likes from people who saw your page or post in an ad |
| News Feed | Page likes from people who saw content published by or about your page in their feed |
| Page Suggestions | Page likes from people who saw your page in a list of suggested pages |
| Restored Likes from Reactivated Accounts | Page likes from people who reactivated their Facebook profile |
| Search | Page likes from people who saw your page or post in search |
| Your Page | Page likes from people who visited your page |
Sources of Unlikes
| Key | Description |
| Deactivated or Memorialized Account Removals | Page likes removed due to accounts being deactivated or memorialized |
| Other | Page likes removed for reasons other than account deletion, memorialization, suspicious accounts, unlikes from posts, feed, or search |
| Suspicious Account Removals | Page likes removed due to suspicious account activity |
| Unlikes from Page, Posts, or News Feed | Page likes removed by people who saw content posted by or about your page in the feed |
| Unlikes from Search | Page likes removed by people who saw your page or post in search |
Understand and use Facebook page metrics in Kondado
Learn how Facebook page metrics are structured in Kondado, including breakdowns, table formats, and time zone considerations, so you can analyze your data correctly.
1
Identify metrics with and without breakdowns
Review the metric list to distinguish between simple metrics (e.g., page_total_actions) that aggregate as columns in the main table, and breakdown metrics (e.g., page_fan_adds_by_paid_non_paid_unique) that generate separate tables with key and value columns.
2
Understand the table structure
The main table contains page_id, metric_date, and metric value columns. For breakdown metrics, separate tables include page_id, metric_date, key (e.g., country code or age/gender), and value. We recommend creating an integration with the 'Pages' object to associate page names with IDs.
3
Account for the 2-day time zone difference
Facebook reports data in Pacific Time while the API data appears in your destination with a 2-day offset. Data shown on Facebook on the 1st will appear as the 3rd in your destination. Plan your reporting schedules accordingly.
4
Select relevant metrics for your analysis
Choose from categories like Clicks on CTA, Engagement, Impressions, Posts, Reactions, Video, and Views based on your goals. Use the 'D' column to quickly identify which metrics include breakdowns for deeper segmentation.
5
Visualize your Facebook metrics
After syncing your Facebook page data, connect it to your preferred visualization tool or dashboard to monitor performance and share insights with your team.
Frequently asked questions
What is the difference between metrics with and without breakdowns?
Metrics without breakdowns, like
page_impressions_unique, show a single aggregated value per day in the main table. Metrics with breakdowns, like page_fan_adds_by_paid_non_paid_unique, generate separate tables with key and value columns to show detailed segmentation (e.g., paid vs. unpaid likes).Why is there a 2-day difference between Facebook's date and my destination's metric_date?
This occurs because Facebook reports data in Pacific Time on its platform, while the API data is inserted into your destination with a time zone offset. Data you see on Facebook on the 1st will appear as the 3rd in your destination table. Plan your analyses and reports with this lag in mind.
How should I associate page names with the page_id in my tables?
We recommend creating a separate integration with the 'Pages' object. This allows you to join the page name to your metrics tables using
page_id, making your reports and visualizations more readable and actionable.What do the asterisks (*) next to some metrics mean?
An asterisk indicates that the metric may be updated multiple times throughout the day. These metrics, such as
page_post_engagements and various impression counts, can change as Facebook processes additional activity, so expect potential revisions to historical values.Can I track video performance with these metrics?
Yes, there are extensive video metrics available, including
page_video_views (3+ seconds), page_video_complete_views_30s (30+ seconds), and breakdowns like page_video_views_by_paid_non_paid. You can also measure autoplayed vs. click-to-play views and total view time in milliseconds.What are the main sources of page likes I can analyze?
The breakdown metric for sources of likes includes Ads, News Feed, Page Suggestions, Search, Your Page, and Restored Likes from Reactivated Accounts. This helps you understand which channels drive audience growth for your Facebook page strategy.
